search engine optimization
What is Search Engine Optimization (SEO)?
SEO refers to the process of increasing the visibility of specific web pages in organic search engine results for chosen queries. “Organic” refers to the rankings assigned to web pages for each query by search engines using their ranking algorithms. The methodology used in the SEO process is based on knowledge of those ranking algorithms and how to best influence them.
How does one improve a website’s rankings?
earch engine programmers strive to provide the most relevant and query-satisfying results they can supply to any given search phrase. That way, more users will want to use their search engine, and more users means more advertising dollars. Millions of dollars are invested into making the ranking algorithms more helpful to users. The constant research and updates result in continual changes to the weight given to each individual factor that determines overall rankings.
A number of core ranking factors remain constant, however:
1. Content on a web page must be related to a search query. That means that the text on a page must appear to satisfy a given query. It is not enough that a web page simply repeats or “stuffs” the same keyword into a page as much as possible. Not only does a phrase need to appear on a page, but it must re-appear consistently throughout an html document and be surrounded by related keywords in a natural way. Today’s search engines can detect and penalize unnatural uses of language thanks to the sheer amount of data they have access to. (Google has indexed over a trillion URLs.)
2. Other related websites must re-affirm that the content on a web page is related to a given query. Just like votes of confidence, each link from a related website to a web page tells search engines that whatever is on that page must be related and therefore should rank for a particular phrase.
3. To determine the value of each link to a page, in relation to what effect it will have on ranking, the two factors to keep in mind are the relevance and authority of the linking website. SEARCH ENGINe optimization essentials It’s more like a contest…
4) Relevance is determined by how much the website linking to a web page is related to a topic, while authority is based on a variety of factors such as the number of links the linking website has to it, how old the domain is, and what type of domain name extension the url of the website has.
5) Authority of the website is based on a number of factors. Obviously, the search engines don’t weight all links equally. Google, for example, gives a significant amount of weight to governmental sites (.gov), educational sites (.edu) and to major media sites (a link from The New York Times, e.g., carries significant weight).
6) Links to the web page must describe what is on that page. Search engines place a lot of value on what is called “anchor text”. That is the text that is hyperlinked to another web page. The words that are hyperlinked are judged as descriptive of the content on the web page being linked to. A clear example of this is the Adobe Reader web page. Although the words “Click Here” do not appear on the page, it does rank for that very search term on Google.com. That is because there are many websites which have a link to the page using the words, “click here” (to download Acrobat Reader).
Page elements like title tags and usage of HTML code such as h3 tags. h3 tags are a specific type of tag in HTML markup language that defines the largest headers on a page. Search engine algorithms give this type of tag slightly more weight than most other types of HTML tags.
Usage of exact matches of targeted keyword phrases in content on web pages. For example, if you want to optimize for “car repair”, don’t just include the words “car” and “repair” throughout your copy, but make sure that the complete phrase “car repair” is present. Including related keywords is important as well. Using the same example, it would be a good idea to use the keywords “automobile”, “maintenance”, “car body”, “car parts”, etc. Realistically by writing with the goal of engaging real users, you should be able to find and use related keywords with relative ease. Link juice is a combination of factors resulting in a certain amount of value being attributed to a given page on a website. Each page has a certain amount of link juice, which is divided up between all the pages that the page links to. This continues on every subsequent page, on every web page of a website. If a website has a lot of links to its homepage and none to its subpages, as is the case with many websites, it is very important to channel link juice from the homepage to key subpages through internal linking.